TY  - BOOK
AU  - Kotabe, Masaaki
AU  - Helsen, Kristiaan
TI  - Global marketing management
SN  - 9780470505748
U1  - 658.848 
PY  - 2011///
CY  - Hoboken
PB  - John Wiley
KW  - Export marketing
KW  -  Management
KW  - International business enterprises
N1  - The softcopy of the book is available at http://www.wiley.com/go/global/kotabe.For technical support http://www.gmmso3.com; Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field. It emphasizes the multilateral nature of marketing, preparing them to manage global marketing activities in an increasingly competitive environment. The approach discusses marketing with an interdisciplinary, cross-functional perspective, where the marketing manager has a sound understanding of how the various functional areas interface with marketing
ER  -